What kind of strategic marketing strategies should you be working on now to maximize the current climate and help you to be digitally ready for donor bounce back? The below 7 digital marketing tools can help you respond to the need to move closer to the digital environment where donors and volunteers tend to spend most of their time.
Website Storytelling Is More Important Than Ever
Does your “brand story” show the best version of you? Does your brand story engage your users? Is your website helping you to persuade volunteers and donors? This is a great time to get the foundation of your digital marketing right.
Optimizing Your Site to Receive Organic Search Traffic (SEO)
Organic Search Engine Optimization (SEO) is the dominant source of trackable web traffic, with 53% of traffic coming via this channel compared to paid’s 27% (smartinsights.com). This makes SEO the most powerful content marketing strategy when it comes to grabbing your audience’s attention and acquiring customers. Regardless of what they’re looking for, it’s content that provides it. And the more of it you publish, the higher your chance for greater search visibility and page ranking. SEO is more important than ever to prepare your brand for its bounce back.
Omnichannel Content Strategy
There are several different channels and formats of content for your audience to enjoy, and that’s why you need to be thinking about widening your net and publishing content across multiple channels. Seize this opportunity to review and refine your omnichannel content strategy and align it to engage your donors.
Mobile Clarity
To connect with more of your audience, it’s imperative to optimize everything for mobile use. At the moment, only 13% of websites are able to retain the same position for a particular search across all devices. So, you may be ranking well on desktop but not even appear on the first page of results on mobile. In fact, 30% of pages that show on the first page of desktop search results do not appear in the top 10 results on mobile (smartinsights.com). That means that any content you create for mobile channels, including a mobile version of your website, must look good on a smaller screen.
Visual & Voice Search
Text search may take a back seat to new types of searches. The first digital search trend gaining ground involves visual search. With this type of search, someone can take a picture and then use that picture to find more information. This offers an opportunity for nonprofits to incorporate and optimize more visual content. For instance, you could incorporate storytelling through visuals and let the pictures do the talking for you.
The other type of search that is set to grow in popularity is artificial intelligence voice search through smartphone tools like Siri as well as through virtual assistants from Amazon, including Echo, and Google’s Home device, which are appearing in more homes and businesses. With this search preference, you may have to change your search engine optimization (SEO) tactics and optimization strategies. People tend to use different words when they speak versus typing out a query. For example, voice queries tend to be longer and use more natural language.
Private Messaging
As more nonprofits focus on personalization, another trend is direct engagement with individual donors, volunteers, and prospects. Private messaging apps like WhatsApp and Facebook Messenger open direct individual dialogue to share information about results from that donor’s contributions, ask questions, exchange ideas, and build trust in this digital world. As a result of the direct and always-open channel, donors and volunteers may feel more involved and connected to your nonprofit. These audience members know they can reach you directly and get specific responses.
Be On The Lookout
These are just a few of the digital marketing responses we’ve seen and are personally preparing for. However, there may be other digital tools that are more applicable to your nonprofit segment. due to the current climate, more trends are destined to appear throughout the year. Be on the lookout of shifting trends as well as remaining flexible and digitally ready for donor bounce back.
For more great digital cartoons and advice, please visit: https://marketoonist.com/
